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Ptarmigan Sports Marketing

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Sports marketing: the opportunity

Driving brand awareness, engagement and advocacy through sports marketing

Veröffentlicht in: Sport, Business
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Ptarmigan Sports Marketing

  1. 1. Sports marketing: the opportunity
  2. 2. They must create awareness, engagement and advocacy to succeed Effective communication strategies cannot simply push information to the market
  3. 3. Sponsorship provides an unrivalled platform to do this, giving access to targeted, engaged and passionate audiences
  4. 4. Sponsorship Awareness Engagement Advocacy Media exposure Differentiate from competition Change perception Ambassador endorsement Social media CSR / internal engagement Experiential Relationship building Increased credibility Consumer endorsement Product demonstration Client retention
  5. 5. Sports marketing: in practice
  6. 6. Britannia <ul><li>Campaign to drive national media exposure and engagement with Stoke City fans </li></ul><ul><li>‘ Proud to be a Potter’ social media campaign to create iconic artwork using fans photos driven via Proudtobeapotter.com, Facebook and Twitter </li></ul><ul><li>Advocacy created amongst fans, highlighting positive impact of Britannia’s campaign </li></ul><ul><ul><ul><li>10x ROI / 54 million opportunities to see </li></ul></ul></ul><ul><ul><ul><li>4000+ Facebook members in 3 months </li></ul></ul></ul><ul><ul><ul><li>2 iconic pieces of art created from fans photos and installed at Britannia Stadium </li></ul></ul></ul>Awareness Engagement Advocacy
  7. 7. Proud to be a Potter has been shortlisted for the Best use of Digital Communications at the Sport Industry Awards 2011
  8. 8. Prostar <ul><li>Media relations campaign to increase brand awareness </li></ul><ul><li>Position as true supporter of football – from grassroots to pro </li></ul><ul><li>Raise profile of key individuals within regional / trade media </li></ul><ul><li>Used high profile ambassadors to promote new association with Rugby League </li></ul><ul><li>Drive brand advocacy by giving kits to teams </li></ul>Awareness Advocacy
  9. 9. Hyundai <ul><li>Awareness campaign to take Hyundai beyond motoring pages – onto sports, news and consumer / lifestyle </li></ul><ul><li>High profile ambassadors, Frank Lampard, Peter Crouch and John Barnes used to create media exposure and engage with fans via training sessions </li></ul><ul><li>Consumer endorsement via product demonstration: fans driving and rating cars </li></ul><ul><li> Coordinated campaign to drive footfall into dealers </li></ul><ul><ul><ul><li>10x return on investment </li></ul></ul></ul><ul><ul><ul><li>28% increase in brand awareness </li></ul></ul></ul>Awareness Engagement Advocacy
  10. 10. The Money Shop <ul><li>Brand management team negotiated sponsorship of world no.1 snooker player </li></ul><ul><li>Activation team maximised client activity via strategic use of contractual rights </li></ul><ul><li>National media exposure with high profile ambassador endorsement </li></ul><ul><li>Target audience engagement via experiential activity </li></ul>Awareness Engagement
  11. 11. STRI (Sports Turf Research Institute) <ul><li>Media relations campaign to generate exposure for brand and key business divisions </li></ul><ul><li>Opportunity to differentiate from competition via promotion of Official Pitch Consultant to FIFA World Cup status </li></ul><ul><li>Used as platform for proactive international media relations programme </li></ul><ul><ul><ul><li>Extensive positive coverage delivered </li></ul></ul></ul><ul><ul><ul><li>16 x return on investment </li></ul></ul></ul>Awareness
  12. 12. Portaski <ul><ul><li>Campaign to create international brand awareness with skiers, particularly families; driving traffic and sales to www.portaski.com </li></ul></ul><ul><ul><li>Social media and product placement strategy implemented, engaging with influential ‘mummy bloggers’ and ski bloggers </li></ul></ul><ul><ul><li>Product reviews and F.O.C adverts on leading websites including mumsnet, on the snow and ski buzz </li></ul></ul><ul><ul><li>65% increase in web traffic year-on-year with over 10% of website visits in 2010 created by Ptarmigan Bell Pottinger activity </li></ul></ul>Awareness Engagement Advocacy
  13. 13. <ul><li>We are a team of sport marketing professionals with over 15 years’ experience working with blue chips brands, rights holders and sponsors </li></ul><ul><li>Our passions are football, cricket, rugby, snooker, golf, athletics, motorsport and darts </li></ul><ul><li>We provide brand consultancy and bespoke results driven activation programmes that deliver against clients’ commercial objectives </li></ul>
  14. 14. Brand management <ul><li>We work with rights holders and potential sponsors providing brand insight, commercial consulting and strategic planning </li></ul><ul><li>We evaluate right holders’ offerings, deliver strategic recommendations and create sponsorship packages to generate maximum return </li></ul><ul><li>If you’re new to sponsorship we’ll undertake a brand audit, analysis of customer behaviour and competitor activity reviews to align your brand correctly </li></ul><ul><li>Our ‘reality check’ service helps sponsors re-evaluate their existing activity </li></ul>
  15. 15. Activation <ul><li>Our fully integrated activation programme drives awareness, engagement and advocacy for clients </li></ul><ul><li>We do this by </li></ul><ul><li>identifying who to talk to </li></ul><ul><li>what to say to them </li></ul><ul><li>when and where to say it </li></ul><ul><li>We’ll leverage sponsorship collateral via a bespoke activation programme, including media relations, digital and social media, experiential, design and print, to meet your business objectives. </li></ul><ul><li>Day-to-day contract management function ensures delivery of all rights held by the client </li></ul>
  16. 16. <ul><li>Contact details: </li></ul><ul><li>Simon Brown </li></ul><ul><li>Account Director </li></ul><ul><li>Ptarmigan Bell Pottinger </li></ul><ul><li>t: 0113 237 2834 </li></ul><ul><li>m: 07770 645722 </li></ul><ul><li>e: [email_address] </li></ul><ul><li>w www.ptarmiganpr.co.uk/sportsmarketing </li></ul>